Interview In Obtaining Primary Information

Presented by :
Abhijit (091202077)
Vasu (091202107)
Pranavi (091202075)
Gavin (091202086)
Manasa (091202067)
Need For Collection Of The Primary Data :
The Primary data are original data which are collected for the
first time for a specific purpose. Such data can be obtained either
through observation or through direct communication with the
respondents.

Several methods defined for collecting the primary data are :

 Interview method
 Observation method
 Questionnaires
 Through Schedules
 Interview Method :
Interview is one of the powerful tools and most widely
used method for primary data collection in business research.

“ An interview is a purposeful exchange of ideas , answering of

questions and communication between two or more persons “

The interview method of collecting data involves presentation of

oral/verbal stimuli and reply in terms of oral/verbal responses.
TYPES OF INTERVIEW :

 PERSONAL INTERVIEW
- UNSTRUCTURED INTERVIEW
- STRUCTURED INTERVIEW
- FOCUSED INTERVIEW
- GROUP INTERVIEW

 TELEPHONIC INTERVIEW
Personal Interview :
“ Personal Interview method requires a person known as interviewer
asking questions generally in a face to face contact to other person or
persons known as interviewee. “

Personal Interviews may be :

 Direct personal investigation or

 An indirect Oral investigation

Personal Interview surveys :
Personal Interview surveys are recommended
when your desired sample consists of respondents in a
very specific target population. Personal Interviews can
play a valuable role in surveys on sensitive issues.

For example:

If you are interested in surveying respondents about a film

they have just viewed, it would be significantly easier to find
them outside a movie theatre than by mail.
Advantages of PI ‘s in business :
 Response rates are very good.
 Respondents have the ability to see, feel and/or taste a
product.
 longer interviews are sometimes tolerated.
 And attitudinal behaviour can be best observed with
this method.
Disadvantages of PI ‘s in business:

 It is very expensive.
 It can be time-consuming if travel is involved.
 And a non-representative sample may result if the
respondents from the location where the interviewing
takes place does not match with the desired target
population.
UNSTRUCTURED INTERVIEW
Objective of unstructured interview is to bring some
preliminary issues to the surface, so that the researcher
can determine what variable needs further in-depth
investigation.
Unstructured interview…(contd)
Broad open ended questions.
Questions asked depending upon the person.
No predetermined questions.
No rigid procedure.
Freedom in asking questions.
Questions asked as per situation.
STRUCTURED INTERVIEW
Structured interviews are those when the interviewer
knows at the outset what information is needed.
Structured interview….(contd)
 Carried out in a structured way.
 Predetermined questions.
 Highly standardized techniques.
 Rigid procedure
 MERITS
More information in great depth.
Greater flexibility.
Observation method can be applied.
Personal information can be obtained easily.
Can secure spontaneous reactions from the
respondents.
Misinterpretations can be avoided.
Can collect supplementary information about the
respondent.
 DEMERITS
Very expensive method.

Possibility of bias of the interviewer as well as the

respondent.

Requires supervision.

Respondents may not be easily approachable.

Time consuming.
Demerits…..(contd)
Presence of interviewer may over stimulate the
respondent.

Possibility of deviation from the main topic.

Selecting interviewer to conduct an personal interview

is very difficult job. Person with great knowledge and
experience are to be selected.
USES OF STRUCTURED INTERVIEW
Structured interviews can also be used as a qualitative
research methodology.
These types of interviews are best suited for engaging
in respondent or focus group studies in which it would
be beneficial to compare/contrast participant
responses in order to answer a research question.

Census · Hypothesis testing · Market research ·

Opinion poll
Keep in mind…..
 For structured qualitative interviews, it is usually
necessary for researchers to develop an interview
schedule which lists the wording and sequencing of
questions.

 Interview schedules are sometimes considered a

means by which researchers can increase the reliability
and credibility of research data.
GROUP/FOCUS GROUP
INTERVIEWS
MEANINGS
Focused interview:
This refer to an interview using predominantly
open questions to ask interviewees questions
about a specific situation or even that is relevant to
them and of interests of researcher.

(1956 by merton fiske and kendall)

Focus group:

This is same as the focused interview, but

interviewees discuss the specific issue in groups.

A focus group is an interview conducted by a

trained moderator in a non-structured and natural
manner with a small group of respondents.
This interview can be conducted in two methods:

1)Get a group together who completed the survey

and discuss your findings and inferences with
them.

2) Group interviews could be held with those who

did not take part in the original survey.
USES :
Focus groups are useful for gathering ideas

and insights.
This offers the possibility of collecting a lot

information very quickly.

This type of interview fits with the

dissertation period of three to four months.

Main advantage of group interview is that

differences of opinion can be debated.

FEATURES :
The group should be composed of homogeneous people.

The optimal size for a focus group is between 8 - 12

subjects.
It is important that all participate and no individual

dominates the discussion.

Focus groups take considerable planning and this must be

done carefully.
Subjects are sent the material in advance so that they can

prepare for the group interview.

Group interview session should be at least for 2 hours and

should not exceed 3 hours.

 Role of Researcher
The role of researcher becomes that of
facilitator .
The facilitation skills are as important as
those of listening and observation.

Two researcher are needed to successfully use

focus group.
1) To facilitate and ask question.
2) To note down the responses and
observations. (using voice recorder or video
recorder)
Problems during focus group interview
1) Subjects/ participants may not participate due to
shyness.

2) One or two dominates the discussion.

3) Fear of embarrassment from being contradicted by

the rest of the group.
TELEPHONE INTERVIEWS
This method of collecting data consists of
contacting respondents on telephone.
It is not very widely used method, but plays an
important part in industrial surveys, particularly in
developed regions.
E.g.: Computer-aided telephone
interviews (CATI)
Advantages/Merits
Quick way to obtain information.
Flexible compared to mailing method.
More people can be reached in short time.
Cheaper than personal interviewing method.
Recall is easy; callbacks are simple and
economical.
Higher rate of response.
Advantages/Merits(contd..)
Replies can be recorded.
No field staff is required.
Representative and wider distribution of sample is
possible.
Disadvantages/Demerits
Respondent could unilaterally terminate the
interview without warning or explanation.
Little time for the respondents for considered
answers; interview period is not likely to exceed 5
minutes in most cases.
Survey is restricted to respondents who have
access to telephone.
Cannot see the respondent to read the nonverbal
communication.
Disadvantages/Demerits(contd..)
Short and to the point questions.
Interviewer should be carefully selected, trained
and briefed.
Should possess required skills.
Occasional field checks.
Should create a friendly atmosphere of trust and
confidence.
Tips for overcoming drawbacks
Write out your questions in advance.
Use voice cues to compensate for lack of visual
contact.
Listen sensitively and do not talk too much.
Remember the importance of your tone and the
need to project warmth and friendliness.
Remember to write and take down notes as well as
listen.
Tips for overcoming drawbacks
Arrange in advance, a mutually convenient
time for the interview.
Bring all necessary materials/papers to the
phone.
Sum up important points from time to time.
Questioning Techniques :
Funneling :

An open ended question is asked to get a broad

idea and form some impressions about the situations ,
further questions that are progressively more focused may
be asked by the researcher .

 What are some of your feelings about working for this

organization?
Unbiased Questions :
Questions are asked in a way that would ensure
the least bias in the response .

 Tell me how you experience your job ?

 The work you do must be really boring, let me
hear how you experience it ?
Clarifying Issues :
Researcher understands issues as the respondent
intends to represent them , it is advisable to restate or
Rephrase important information given by the
respondent.

 There is an unfair promotion policy in this

organization, seniority does not count at all, it is the
juniors who always get promoted.
Helping their respondent to think through
issues :

If the respondent is not able to verbalize her

perception , or replies , the researcher should ask the
question in a simpler way or rephrase it.

 The respondent can sort out which aspects of the job

he likes better than others.
Taking notes :
While conducting interviews the researchers should
make a note of it or may be recorded, only if the
respondent has no objection.
GUIDELINES FOR SUCCESSFUL
INTERVIEWING
Interviewer must plan in advance and should fully
know the problem under consideration.

Interviewer’s approach must be friendly and informal.

All possible effort should be made to establish proper

rapport with the interviewee.

Interviewer must know that ability to listen with

understanding , respect and curiosity is the gateway
to communication and hence must act accordingly
during the interview.
To the extent possible there should be a free flowing
interview and the questions must be well phrased in
order to have full co-operation of the interviewee.

The questions must be well phrased in order to have full

co-operation of the interviewee.

The investigator should be sincere, efficient and polite

while collecting data.

In case of big enquires, where the task of collecting

information is to be accomplished by several
interviewers, there should be an interview guide to be
observed by all so as to ensure reasonable uniformity in
respect of all salient points in the study.
REFERENCES
RESEARCH METHODOLOGY, METHODS & TECHNIQUES – C.R.
KOTHARI, 2nd EDITION, NEW AGE INTERNATIONAL PUBLISHERS

BUSINESS RESEARCH METHODS – ALAN BRYMAN & EMMA BELL ,

OXFORD PUBLICATION

RESEARCH METHODS FOR BUSINESS

– UMA SHEKARAN
RESEARCH METHODS FOR GRADUATE BUSINESS AND SOCIAL
SCIENCE STUDENTS.
- JOHN ADAMS / HAFIZ.T.A.KHAN/ DAVID WHITE.

www . Google.com
Thank you